Validating a health consumer segmentation model: behavioral and attitudinal differences in disease prevention-related...

Area of Science:

• Health Communication
• Health Psychology
• Behavioral Science

Background:

• Traditional audience segmentation relies on demographics or behaviors.
• Psychobehavioral segmentation offers a more nuanced approach for targeted health interventions.
• Prior research established a four-segment model based on health orientation and decision-making independence.

Purpose of the Study:

• To validate a 10-item screening instrument for psychobehavioral segmentation using an independent dataset.
• To explore differences in disease prevention attitudes among psychobehavioral segments.
• To assess preferences for receiving health information in primary care settings across segments.

Main Methods:

• A national mail panel survey of 1,650 respondents was conducted.
• Respondents were segmented into four psychobehavioral groups using a validated screening instrument.
• Analysis focused on differences in attitudes, behaviors, and information preferences.

Main Results:

• The screening instrument demonstrated validity with the independent dataset.
• Significant differences in health-related attitudes and behaviors were observed among the four segments.
• Three of the four segments showed receptiveness to receiving disease prevention information in primary care.

Conclusions:

• The psychobehavioral segmentation strategy and screening instrument are effective tools for audience segmentation.
• Tailoring health information and programs to distinct psychobehavioral segments can enhance effectiveness.
• Primary care settings are suitable venues for delivering targeted health information.